No matter how many press releases you pen, how many interviews you give, or how much spin your experts can generate, sometimes there's no substitute for appearing in person, something Rupert Murdoch and David Cameron took to heart this week, flying into and out of London respectively to rouse the troops and go into battle for the things they hold dear. For one, there's a newspaper and the reputation of his staff at stake, for the other, the future of the UK as we know it.